Email Marketing Strategy With Mindful Miles
The Project
Sara, the founder and head coach at Mindful Miles Running, had a healthy, growing list of email subscribers, but she needed an email marketing strategy to foster her community of existing members and an email marketing strategy to nurture prospective clients.
The Process
When Sara came to me for help with her email marketing strategy, the first thing I did was consolidate her list. Sara, like many entrepreneurs, was using a few different pieces of software to manage the day-to-day of her business. I wanted to make sure none of her contacts were falling through the cracks (ie: making sure everyone who had ever signed up to receive emails was actually in her email marketing software).
The next step was figuring out how to segment the folks already on her list. Who were her current monthly members? Who purchased something in the past? Who was brand new to her email list? This step, while time consuming, is crucial for the success of your email marketing strategy down the line; you’ve gotta know how to segment your audience!
Sara’s three immediate needs were:
A regular newsletter to ALL contacts, including current clients and prospective clients to offer valuable tips and build community
A lead generator on her website offering a freebie to new subscribers
An event lead form and subsequent email series for a virtual event
The Outcome
Sara’s newsletter, Mindful Moments, was set up to go out to her database weekly and averaged a 44% open rate.
Each month, Sara offered a new piece of downloadable content on her website to those who input their email address. Once the email address was entered, the client immediately received an email with their freebie, and they were automatically tagged as having downloaded that content. Additionally, they were automatically added to her new email database and newsletter email list.
Sara hosted a virtual Self-Defense seminar, and her RSVP form had 125 sign-ups (all credit there goes to Sara for her event promotion!). On the back-end of this sign-up form, we had processes set up where all of these people immediately got subscribed to the email database and added to the Newsletter list. In addition, they were funneled into an event-specific email automation that sent event reminders and post-event takeaways.
